The New Sales Imperative

The New Sales Imperative

Author: 
Toman, Nicholas
Publisher: 
Harvard Business School Press
Date published: 
2017
Record type: 
Responsibility: 
Adamson, Brent, jt. author
Gomez, Cristina, jt. author
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 95, No. 2, March-April 2017, pp. 118-125
Abstract: 

B2B customers are deeply uncertain and stressed. With virtually infinite information available on any solution, a swelling raft of stakeholders involved in each purchase, and an ever-expanding array of options, customers are increasingly overwhelmed and often more paralyzed than empowered. The authors' solution, developed through work with hundreds of sales organizations globally, is a proactive, take-charge prescriptive approach that sweeps away obstacles and guides customers through decision making. Companies that have mastered prescriptive selling share a set of practices: They work to understand customers' purchase journeys; identify significant customer challenges at each buying stage; arm their sellers with tools to help overcome each challenge; and track customers' purchase progress so that they can intervene to keep the process on track.

Language: 

CITATION: Toman, Nicholas. The New Sales Imperative . : Harvard Business School Press , 2017. Harvard Business Review, Vol. 95, No. 2, March-April 2017, pp. 118-125 - Available at: http://library.au.int/new-sales-imperative